Denny's On Demand
Denny's takeout packaging was updated to reflect their online conversations, creating a way for their food and unique humor to reach nearly every home in America.
Denny's Unleashes Takeout Packaging with Humor Baked In
In recent years, the restaurant industry has been dealing with a decline in foot traffic, leading to a crisis amongst many brands. To adapt, the demand for delivery and takeout options has skyrocketed. Denny‘s, a leading family dining chain, needed to create an innovative online ordering system to provide customers with an easy and quick way to order its iconic dishes. Thus, it faced the daunting task of reorganizing the traditional online ordering system to capture America‘s attention.
Denny‘s partnered with EP+Co to launch their Denny’s on Demand food delivery service to restaurants around the country. My role as art director and designer was to revamp Denny’s takeout packaging and create something that would reflect the brand heritage while giving the new service a modern and distinctive launch. The packaging focuses on the ever–growing social media following of Denny‘s and encourages customers to check them out and engage with them online as they enjoy their meals in real life.
Denny‘s Takes Online Ordering to the Next Level
Whatever. Whenever. Wherever
The launch of the Denny’s on Demand platform was an exciting time, allowing customers to get their favorite diner deliveries, and providing fans with easy social media ordering. To spread the news, Denny‘s released a zany national TV campaign, featuring the iconic Denny‘s booth in the most unusual places – parachuting out of a C–130, cruising on a motorcycle, in a living room, or even chilling by a pool. To top it off, they shared the fun with everyone via social media channels, so people around the nation get excited for the deliciousness that was Denny’s on Demand.
Denny‘s Takeout Packaging Revolution
Tweets for Eats!
Denny‘s made it easy to order by introducing the Denny’s on Demand platform. As one of the pioneers of this digital ordering system, they created a convenient and interactive way for their fans to order their desired meal via Twitter DMs. They further increased accessibility by providing a Chatbot to take orders and other options on–page. To truly celebrate this new initiative, the new Denny’s takeout packaging featured food-related tweets from Denny‘s timeline, plus an invitation to visit their other social media accounts. All–in–all, Denny‘s made it easy to order and have fun with their social media accounts.
Denny’s Takeout Packaging | Burger Box
Denny’s Takeout Packaging | Hot Paper Cup and Small Paper Bag
Denny’s Takeout Packaging | Paper-Handled Bag
Bridging the Gap Between Virtual and Real Worlds
Reinventing Denny‘s Takeout Packaging
Redesigning Denny’s takeout packaging was a potential bridge to connect the virtual and real worlds, enabling current customers to understand and engage with the Denny’s brand online and also allowing Denny’s online followers to conveniently place orders. We created a look that was in line with the traditional Denny’s brand but also made it stand out by using bold color fields and tiled patterns of the traditional french diamond shape from the original logo. To really drive the point home, we added some funny and real tweets from the Denny’s timeline to relate to the type of food inside the take-out packages – whether it was a burger box, a cold drink, or a hot coffee. Each tweet had a date and time to let customers know that this was a real post from the Denny’s account. In addition, the takeout packaging also included callouts to Denny’s other social platforms such as Instagram and Facebook, making it easier for customers to check out all the virtual happenings.
Denny’s Takeout Packaging | Cold Paper Cup and Burger Box
Now You Don’t Need Pants to Enjoy a Grand Slam!
Denny‘s Revolutionizes Takeout
Denny‘s has completely overhauled their online ordering experience with Denny’s on Demand. To build the platform, they partnered with EP+Co and Olo to curate something unique tailored to their guests. This was the first ever takeout platform for a family dining restaurant, and they made it really easy for users, letting them quickly find a Denny‘s near them, customize their order from the menu, and pay for it right from their phone or tablet. All this, from the comfort of their home or office!
Denny’s on Demand’s off-premises sales grew from 6.6% to 8.7%, contributing to overall positive same-store sales growth in 2017 despite industry struggles.
Results
- Increased off-premises sales over two percentage points in first seven months
- Off-premise sales grew from 6.6% of total sales to 8.7% in December 2017
- 12.8% of total sales on traditionally busiest day of year – Christmas Day -Positive growth in same-store sales in 2017
- Build Your Own Grand Slam most popular dish ordered through Denny’s on Demand
- 13.8 million earned media impressions and featured over 400 times in broadcast, print and digital outlets.
Awards
Shorty Award – Winner in FOOD & BEVERAGE
Shorty Award – Audience Honor in FOOD & BEVERAGE
